Colorado Tourism Roadmap to Recovery

Colorado Tourism Roadmap to Recovery

The Colorado Tourism Office is using a $2.4 million CARES Act Recovery Assistance grant from the U.S. Economic Development Administration (EDA) to drive recovery of the state’s tourism economy through July 2023. Paired with a $600,000 state match, the grant will fund $3 million in projects available to urban and rural participants across Colorado.

The plan consists of a two-phase Colorado Tourism Roadmap to Recovery. The initial phase will identify immediate strategies for recovery, while the final phase will focus on identifying a new statewide strategic plan to support long-term resilience and competitive advantage. Each phase will include statewide listening sessions ensuring that a full range of Colorado tourism stakeholders, residents included, have a voice in the plan.

Completion of each planning phase will trigger a round of technical assistance. Up to 32 destinations and 20 industry associations will be selected for the initial phase, while the final phase will provide consulting services for up to 32 destinations. Of the total grant package, $1.16 million will be distributed in direct support to participants, with maximum funding of $30,000 and no match required.

We hosted a webinar on March 8, 2021 to provide an overview of the Roadmap to Recovery and the industry programs being designed to support adoption of the plan. Watch a recording of the webinar.

We released a request for information (RFP) in January 2021 to select a consultant to guide development of the Colorado Tourism Roadmap to Recovery, a new statewide strategic plan building on the Colorado Tourism Roadmap. Work is expected to begin in April 2021.

Information about how you can participate in the development of the Colorado Tourism Roadmap to Recovery will be added to this webpage when available. Sign up for tourism program updates to receive email notifications.

Upon completion of each phase of the Colorado Tourism Roadmap to Recovery, the Colorado Tourism Office’s EDA grant will fund customized recovery work for participants selected in a competitive process.

Information about how to apply for these programs will be added to this webpage when available. Sign up for tourism program updates to receive email notifications.

Phase I recovery work

Work is expected to begin in summer 2021. Up to 32 destinations will be selected. These destinations will receive:

  • a full-day recovery workshop to gain awareness of Phase I Roadmap findings and map out a recovery action plan
  • 50 hours of customized technical assistance to identify and implement tactics in the destination’s recovery action plan
  • $10,000 in Colorado Tourism Office marketing support (no match required)

Up to 20 industry associations will be selected. These industry associations will receive:

  • 50 hours of technical assistance to implement one or more recovery-focused projects that align with the findings from the Colorado Tourism Roadmap to Recovery
  • $10,000 in Colorado Tourism Office marketing support (no match required)

Phase II recovery work

Work is expected to begin in summer 2022. Up to 32 destinations will be selected. These destinations will receive:

  • a two-day tourism product development workshop focused on developing or enhancing visitor experiences that connect travelers to multiple Colorado communities in a safe and responsible manner
  • 100 hours of technical assistance to support implementation of strategy and tactics identified during the workshop
  • $20,000 in Colorado Tourism Office marketing support relating to new or enhanced tourism product (no match required)

Colorado Tourism Office marketing support options

These activities are eligible for destinations and industry associations to select from and implement with the Colorado Tourism Office marketing support they receive from participating in the programs listed above.

Content development support includes:

  • dedicated page on Colorado.com
  • sponsored articles on Colorado.com
  • videos
  • print: brochures and/or maps
  • photo shoot
  • brand channel on Colorado.com (Phase II only)

Content distribution offerings include:

For the purpose of these recovery programs, Colorado tourism destinations are defined as a collection of communities within common geography that share a common visitor appeal. The Colorado Tourism Office will consider applications from destination marketing organizations, chambers of commerce, chamber resort associations or local tourism boards, panels, or committees that have been directed to manage tourism within a city or county. The Colorado Tourism Office encourages partners within destinations to work together on a unified application for their geographic area.

For the purpose of these recovery programs, Colorado industry associations are defined as registered nonprofit trade organizations representing one or more tourism-related business sectors and representing a collection of tourism businesses within those sectors. Nonprofit trade organizations that do not represent tourism-related business sectors or that provide services only to individuals, though critically important, are not the intended recipients of these programs.

The Colorado Tourism Office is one of two state agencies that received a CARES Act Recovery Assistance planning grant from the U.S. Economic Development Administration to support recovery efforts in communities across Colorado.

The Colorado Rural Resiliency and Recovery Roadmaps program is being managed in partnership with the Department of Local Affairs’ Colorado Resiliency Office and OEDIT’s Rural Opportunity Office. Applications are open and will be accepted through noon on May 13, 2021.

The program will select 16 rural communities to receive technical assistance and grants for regional teams of rural communities to drive economic relief, recovery, diversification, and long-term resilience.

Communities that would like to address broader recovery, diversification, and long-term resilience issues are encouraged to apply. Communities are eligible to participate in both programs.

Connect Further

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